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| Author: | Bodenberg, T. Roberts, M. |
| Title: | Integrating Marketing Research into the Direct-Marketing Testing Process: The Market Research Test |
| Journal: | Journal of Advertising Research
1990 : OCT/NOV, VOL.30, p.50-60 |
| Index terms: | MARKETING RESEARCH MARKETING COSTS MARKETING MANAGEMENT |
| Language: | eng |
| Abstract: | A technique is presented which combines the best of traditional direct-response testing methods with sophisticated marketing research techniques. This hybrid technique is called the "market research test'. It offers substantial advantage over either technique used alone. Its major advantages are higher speed, greater accuracy and much lower cost. |
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